SEO&SEM跨境電商實用英語Chapter6Unit3Pre-saleServicesofCross-borderE-commerce跨境電商系列教材AcquirebasicknowledgeaboutSEOandSEM1Learntherelativewordsandexpressions2UnderstandtheprocedureofSEOandSEM3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upTask:Lookatthesearchresultsbelowfor“children’sshoes”onGoogle.Discusswithapartnerabouthowyouthinkthesearchresultsareranked(e.g.whysomeofthemarerankedhigherthanothers,etc.)PART1Warming-upPARTTWOPassageReadingPART2PassageReadingStorepromotionandmarketingisnotjustaboutcreatingamessageforconsumerstosee,ortospendyourbudget.IntheeraofmobileInternet,itismoreimportanttocloselyfollowthetrend,sothatthemarketingbudgetcanfullyreceivetheexpectedreturn.SEO,SearchEngineOptimization(SEO),meanstoimprovethewebsite'skeywordsrankingandincreaseexposureofthecompany'sproductsthroughoptimizingandrepairingthesite(webstructureadjustment,webcontentbuilding,webcodeoptimizationandcoding,etc.)andoff-siteoptimization.TheSearchEngineMarketing(SEM)isbasedontheusers’habitofusingsearchengines,andtriestoconveyasmuchmarketinginformationaspossibletothetargetaudiencethroughthisprocess.SEO&SEM

JustlikeourdailylifeisinseparablefromBaidu,ouroverseascustomerswillopenGoogle,Bingorothersearchengineswhenevertheyneedinformation.Itcanbesaidthatthemostimportantwayfortoday'sInternetuserstosearchforonlineinformationandresourcesisthroughsearchengines.Moreover,forcross-bordere-commercewebsites,morethan35%ofvisitorsarefromnaturalsearchofGoogle,Bing,Yahooandothersearchengines.Therefore,SOM(SEO+SEM)modelisbecomingincreasinglyimportantinthecurrentInternetmarketing.PART2PassageReading

Itisworthnoticingthatthesearchrulesofsearchenginesareconstantlychanging.Thechangeofsearchruleswilldirectlyleadtothechangeofkeywordsrankingonthesearchengine,soSEOisnotonceandforall.ThisisinlinewiththecharacteristicsoftheInternetage:theonlythingunchangeableisthechangeitself.ThisrequiresourmarketinggrouptocontinuallyadjustandoptimizeonthebasisoftheoriginalSEOorSEMstrategytoadapttothechangingsearchrulesandconsumersearchhabits.PART2PassageReading

TheadvertisingmodeofSEOorSEMismainlyPayPerClick(PPC).Comparedwiththetraditionalwayofpaidpromotion,theadvantageofPPCisthatitcanbringmoreaccuratecustomerswithlowercost,andachievebetterpromotioneffect.

Forcross-bordere-commercesellerswhowanttoimprovetherankingoftheirproductsorstoresinGoogle,Bingandothersearchengines,theycanmakeeffortsinthefollowingaspects:PART2PassageReadingChooseagoodtitlefortheproductBesidesnamingtheproductaccordingtowhatweusuallyrefertoasthe"three-stagemethod",weshouldalsoaddsomehotkeywordsappropriatelyinthetitletoattractmoreconsumerswithstrongpurchaseintentionsbyusingsomekeywordanalysistools,suchasKeywordSpyandKeywordPlanner.1PART2PassageReadingPutmoreeffortsincontentmarketingManycross-bordere-commercesellersrelysolelyonproductpagestodriveSEO.However,sellerscanonlyaddsomeproductdescriptionontheproductpage.Althoughtheproductdescriptioncandisplaythefeaturesandadvantagesoftheproductinmanyways,thebrandwilllosetheopportunitytotelltheinsightfulstorythatcantouchtheconsumers.Tellingsomevividbrandstoriescanmakecustomerstostayonourwebsiteforalongertimeanddrivethemtosharethestorieswiththeirfriendsandbringmorepotentialbuyerstous.PART2PassageReading2CombineduplicatecontentMarketingstaffhasacommonmisunderstandingforSEO:themorecontentthebetter.Thereallygoodmarketingcontentistomaintainthebalancebetweenquantityandquality.Whenmultiplepagesareshowingthesameproduct,thesearchenginewillletthemcompetewitheachother,andsometimesitwillevenlowertheranking.Bycombiningduplicatecontents,youcanpreventthisfromhappening.PART2PassageReading3CreatebettermobileexperienceItisnotthatthemobileageiscoming,butitisalreadyhere.Therearealreadymorethanhalfofthecross-bordere-commerceorderscomingfrommobiledevices,andthisfigureisstillrising.Googlehasofficiallyadded"mobileoptimization"asoneoftherankingfactorsinthesearchresultsasearlyas2015.Thefocustimeformobileusersisoftenveryshort,andtheydonothaveenoughpatiencetoscrolldownthepage.Inordertocreatebettermobileexperience,weneedtodesignaquickloginpagetomakethemenuassimpleaspossible.Moreover,thecontactinformationorcontactbuttonshouldbeputonaneye-catchingplace,andtheuseofflashingfonts,plug-ins,pop-uppagesandinterstitialadsshouldbereduced.WealsoneedtooptimizethelocalsearchwithGPSpositioningtechnology,andtrackusers’differentkeywordssearchedonthePCandmobiledevices.4PART2PassageReadingGetlinksthroughproductreviewsandpublicmediaItisanewwayofmarketingtosendtheproductsampletoinfluentialpublicfigures,andaskthemtopublishreviewsonline.Thepositivereviewsofsomeopinionleadersoronlinecelebrityoftenbringusalotofvisitorsandhighconversionrates.ProductreviewsarealsoasimpleandeffectivewayofSEO,sowehavetoencouragecustomerstoleavepositivecommentsinavarietyofways.PART2PassageReading5Reducewebsitebouncerate“Visitorparticipationandwebsitebouncerate”alsohavecertainproportioninGoogle’ssearchranking.Ifcustomersstayonthewebsiteforashorttimebutthebouncerateishigh,itindicatesthatitthiswebsiteisnotmeaningfulformostusers,andtherankingwillbelowered.Sowehavetofindwaystoreduceourwebsitebouncerate,suchascancelingthepop-upwindow,usinganattractivewebsitedesign,speedingupthepagelogintime,creatinganintuitivenavigationbarandsoon.PART2PassageReading6NewWordsoptimization[??pt?ma?'ze???n]n.1NewWordtheactofrenderingoptimal優化；最佳化

e.g.Ⅰ)Keywordoptimizationisoneofthedailyroutinesofcross-bordere-commercesellers.關鍵詞優化是跨境電商賣家的日常工作之一。

Ⅱ)ProjectManagersfaceamyriadofchallengesonthejourneytoachieveresource,serviceandfinancialoptimization項目經理在實現資源、服務和財務最優化的過程中面臨著無數的挑戰。返回convey[k?n?ve?]v.01NewWord2tomakeideas,feelings,etc.knowntosb.表達；傳遞e.g.Ⅰ)Colorslikeredconveysasenseofenergyandstrength.類似紅色的顏色給人以充滿力量和活力的感覺。Ⅱ)Wehopeourproductscanconveyasenseofeaseandrelaxationtoourcustomers.我們希望我們的產品能夠傳達一種自在和輕松的感受給我們的顧客。返回constantly[?k?nst?ntli]adv.NewWord3allthetime;repeatedly始終；一直e.g.Ⅰ)Fashiontrendsareconstantlychanging.時尚潮流總是日新月異。Ⅱ)Wemustconstantlyendeavorifwearetosucceed.

如果我們要成功，就必須不斷努力。返回solely[?s??lli]adv.NewWord4only;notinvolvingsb./sth.else僅僅；只；唯一地e.g.Ⅰ)Selectionisbasedsolelyonmerit.

選拔唯賢。Ⅱ)Toooftenwemakedecisionsbasedsolelyuponwhatwesee.

太多的時候，我們僅僅根據我們看見的東西就做出了決定。返回insightful

[??nsa?tf?l]adj.5NewWordshowingaclearunderstandingofapersonorsituation富有洞察力的；有深刻見解的

e.g.Ⅰ)Sheofferedsomereallyinterestingandinsightfulobservations.她給出了一些非常有趣又富有洞察力的評論。Ⅱ)Thisbookisanexceptionallyfunandinsightfulread.

這是本充滿樂趣、富有洞察力的杰出著作。返回duplicate

[?dju:pl?ke?t]adj.01NewWord6exactlylikesth.else;madeasacopyofsth.Else完全一樣的；復制的

e.g.Ⅰ)Helethimselfinwithaduplicatekey.他用一把復制的鑰匙打開門進去。Ⅱ)Weneedboththeoriginalandtheduplicatefiles.我們需要原件和復印件。返回

figure

[?f?g?(r)]n.NewWord7anumberrepresentingaparticularamount,especiallyonegiveninofficialinformation數字e.g.Ⅰ)YoucaneasilygetthelatesttradefiguresontheInternet.在網上你可以很容易地找到最新的貿易數字。Ⅱ)Expertsputtherealfigureatcloserto75%.專家們估計真實的數字較接近于75%。返回scroll

[skr??l]v.NewWord8tomovetextonacomputerscreenupordownsothatyoucanreaddifferentpartsofit滾屏；滾動

e.g.Ⅰ)Pleasescrolldowntothebottomofthedocument.請向下滾動到文件末尾。Ⅱ)Youcanusethearrowkeystoscrollthelistoffiles.你可以用箭頭鍵滾動文件目錄。返回font[f?nt]n.9NewWordasetofcharactersofthesamestyleandsize字體

e.g.Ⅰ)Youshouldchoosethefontstyle,colorandsizesuitableforyouronlinestore.你應該為你的在線商店選擇適合的字體風格、顏色和尺寸。Ⅱ)Choosethefontandcolorsthatyouwanttouseinyourpresentation.選擇要在演示文稿中使用的字體和顏色。返回plug-in[?pl?g??n]n.01NewWord10apieceofcomputersoftwarethatcanbeaddedtoasystemsothatitcandomorethings插入程序；插件

e.g.Ⅰ)GoogleChromeoffersavarietyofplug-insforusers.谷歌Chrome瀏覽器為用戶提供了豐富的插件。Ⅱ)Toomanyplug-inswillraisethebouncerate.過多的插入程序會提高跳失率。返回

pop-up[?p?p??p]adj.NewWord11asmallwindowcontainingamenuoradvertisementthatappearsonthescreenwhenyouperformparticularoperations彈出式的e.g.Ⅰ)Thisisaprogramforstoppingpop-upads.這是一個阻止彈出式廣告的程序。Ⅱ)Chooseyourprintertypefromthepop-upmenu.從彈出式菜單中選取您的打印機類型。返回interstitial

[??nt??st??l]adj.NewWord12oforrelatingtointerstices填隙；空隙的

e.g.Ⅰ)Thebanneradandinterstitialadarethetwouppermostformsofthewebad.旗幟廣告和插頁廣告是當前網絡廣告最主要的兩種形式。Ⅱ)ItcostsalottobuyinterstitialadsonAliExpress.在速賣通購買插頁廣告非常昂貴。返回navigation[?n?v??ge??n]n.13NewWordtheskillortheprocessofplanningarouteforashiporothervehicleandtakingitthere導航

e.g.Ⅰ)Mostcarsarebuiltwithanavigationsystem.大多數汽車自帶導航系統。Ⅱ)Auser-friendlynavigationbarhelpsenhanceuserexperienceandcustomerloyalty.用戶友好的導航欄幫助提升用戶體驗，提高客戶忠誠度。返回Phrases&Expressionssearchengine搜索引擎01P&E

e.g.Ⅰ)Googleisthelargestsearchengineintheworld.谷歌是世界上最大的搜索引擎。Ⅱ)BaiduisthelargestsearchengineinChina.百度是中國最大的搜索引擎。Phrases&Expressions01P&E02onceandforall一勞永逸Phrases&Expressions

e.g.Ⅰ)Wehavetoresolvethismatteronceandforall.我們必須徹底解決這一問題。Ⅱ)Hewantstodestroyhisenemiesonceandforall.他想要一次全部剿滅敵人。P&E03inlinewith與……一致；符合

e.g.Ⅰ)Icanassureyouthatourpriceisinlinewiththemarket.我可以保證我們的價格與市價是一致的。Ⅱ)

Thestructureofourschoolisnowbroadlyinlinewiththemajorcountriesoftheworld.我們的學校建構現在基本上與世界上主要國家的相一致了。Phrases&ExpressionsP&E04adaptto使適應于……Phrases&Expressions

e.g.Ⅰ)Theworldwillbedifferent,andwewillhavetobepreparedtoadapttothechange.世界會變得不同，我們必須做好準備以適應其變化。Ⅱ)

Brandshavetoadapttolocalcustomswhenexpandingtoanothermarket.當品牌進軍另一市場時，必須適應當地的風俗習慣。mobiledevices移動設備05P&E

e.g.Ⅰ)90%ofourorderscomefrommobiledevicesnow.目前我們90%的訂單來自于移動端。Ⅱ)

AlmostallvisitsofWishcomefrommobiledevices.Wish的訪問幾乎全部來自于移動端。Phrases&ExpressionsP&E06opinionleader意見領袖

e.g.Ⅰ)ComparedtoMr.Guo,Mr.Hanismorenotableasanopinionleaderonpoliticalissues和郭敬明相比，韓寒在政治問題上的輿論領袖身份更引人注目。Ⅱ)

Keyopinionleaders(KPL)ontheInternetplayanimportantroleonthepublicissues.網絡社區中的意見領袖對于公共議題的建構有重要作用。Phrases&ExpressionsP&E07conversion

rate

轉化率Phrases&Expressions

e.g.Ⅰ)ConversionrateispartoftheKPIformanycompanies.很多公司把轉化率作為KPI指標之一。Ⅱ)

Forexample,if100peoplevisityourlandingpagetodayand10ofthosepeoplemakeanorderthenyouhaveaconversionrateof10%.舉個例子，如果今天有100個人訪問你的著陸頁，其中的10個人下單了，那么你的轉化率為10%。bouncerate（網頁的）跳失率08P&E

e.g.Ⅰ)Aclutteredwebsiteleadstolowtraffic,ahighbouncerateandpossiblyapoorPageRank.雜亂的網站將導致低流量、高跳出率，以及極差的網頁排名。Ⅱ)

Weneedtopresentourkeyinformationinavividandconcisewaytoreducethebouncerate.我們需要以一種生動并簡潔的方式來展示我們的關鍵信息，以降低跳失率。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhatareSEO,SEMandSOM?2WhySOMmodelisbecomingincreasinglyimportantinthecurrentInternetmarketing?3ForCross-borderE-commercesellerswhowanttoimprovetherankingoftheirproductsorstoresinGoogle,Bingandothersearchengines,whatshouldtheydo?Task21.Itwouldbegoodifwehadatrue________ofhowmanypeopleinthiscountryhaven'tgotajob.2.Pleaseenclosesigneddocumentsin__________.3.A________shopisopenonlyforseveraldaysorweeks,andthuscanattractalargenumberofcustomersinashorttime.4.Please________mybestwishestoyourparents.5.Lijiangdependsalmost________ontourismandrelatedindustries.6.Thepublicaesthetictasteis_____________changing.7.____________appssuchasGaodeandBaiduMapscangiveyouthefastestroutebasedonthelivetrafficupdates.8.Asahiphopartist,JayChou’sworkisalways___________.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

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